Agoda Add-to-Cart Feedback
Improving Add-to-Cart feedback to enhance cross-selling for 86M users
My Role: Sole Product Designer — Desk Research, User Research, User Interface Design
Duration: June - August 2023
Agoda Design Team: Travel Platform
Tools: Figma, FigJam, Agoda Internal Web Analytics
Background
Agoda is a leading online travel agency (OTA) in South East Asia. While initially renowned for hotel bookings, Agoda is actively expanding its scope to encompass flights, activities, and airport transfers, offering a comprehensive travel experience for its users.
🏨✈️ Agoda helps users find the best deals on any kind of accommodation
Agoda is a leading online travel agency (OTA) in South East Asia. While initially renowned for hotel bookings, Agoda is actively expanding its scope to encompass flights, activities, and airport transfers, offering a comprehensive travel experience for its users.
Design Challenge
I was tasked to redesign Agoda Cart feedback to enhance cross-selling (sell related products e.g. hotels, flights, activities, car rentals, etc.) in one booking.
📱 We want to use Cart Feedback to encourage cross-selling
I was tasked to redesign Agoda Cart feedback to enhance cross-selling (sell related products e.g. hotels, flights, activities, car rentals, etc.) in one booking.
Card Feedback
My task was to enhance cross-selling when a flight is added to Cart.
Currently, after adding an item to Cart, users have options to:
🛒 Agoda has a bottom sheet that serves as Cart feedback when users add items, such as hotel rooms or flights, to Cart.
My task was to enhance cross-selling when a flight is added to Cart.
Currently, after adding an item to Cart, users have options to:
- Add a hotel (current way to cross-sell)
- Proceed to Cart page
- Book this item and pay right away
Research
I conducted both quantitative and qualitative research to explore user’s problems. Using Agoda’s internal tool for web analytics, I analyzed quantitative data of user engagement with the “Add to cart” button to assess the current design effectiveness.
I also conducted usability testing to gain further insights for understanding user’s pain points.
I conducted both quantitative and qualitative research to explore user’s problems. Using Agoda’s internal tool for web analytics, I analyzed quantitative data of user engagement with the “Add to cart” button to assess the current design effectiveness.
I also conducted usability testing to gain further insights for understanding user’s pain points.
Pain Point 1
❌ Agoda’s cross-selling strategy was not effective.
Less than
10%
of users clicked on “Add a hotel” after adding a flight, which shows that the current cross-selling strategy might not be effective.(Agoda Internal Web Analytics)
Pain Point 2
❌ More detailed feedback of the item added to Cart is needed.
“I don’t think the current flight feedback is enough. I would read the description that I selected again because booking a flight is kind of a big deal, and I want to make sure that everything I selected was correct and what I want.”
(Usability Testing findings)
Pain Point 3
❌ Lack details on how the deals work.
4 out of 5 users think the “Add more, save more!” message was influencing but lacked details on how it works.
(Usability Testing findings)
Business Impacts
Based on these pain points supported by our research findings, I listed out potential business impacts as follows:
Based on these pain points supported by our research findings, I listed out potential business impacts as follows:
- Discontinuity in booking multiple items could lead to less opportunities for cross-selling
- Lack of clarity can result in user frustration and decrease user engagement with the app
Hypothesis
so we set the metrics:
✅ Success metric: increase in number of items added to cart
📈 Secondary metric: increase in conversion rate
Improving Add-to-cart feedback and providing a way to continue booking multiple items can increase user’s engagement thus leading to more bookings
so we set the metrics:
✅ Success metric: increase in number of items added to cart
📈 Secondary metric: increase in conversion rate
UX Benchmark
35% of Amazon sales come from product recommendations, indicating an effective cross-selling strategy. (Source: McKinsey & Co.)
35% of Amazon sales come from product recommendations, indicating an effective cross-selling strategy. (Source: McKinsey & Co.)
🛍️ I conducted UX benchmark on Amazon Cart to see how their cart feedback and upselling strategies work.
👩💻 I presented two design solutions to Agoda Cart developers and product owners.
I reviewed design options with Cart developers to assess technical feasibility and implementation effort, comparing the pros and cons of each approach. Also, receiving feedback from product owners provided valuable direction to align my design solution with the business goals and product vision.
Proposed Solution 1:
Streamlined and effective
I suggested slight but straightforward adjustments to the existing design, including more comprehensive flight feedback and improved multi-product selling language for better clarification.
Proposed Solution 2
Personalized and expansive multi-product promotion
Highlighting the multi-product promotion, I proposed another solution which includes a progress bar to enhance the visibility of discounts and a diverse array of relevant offerings, including hotels, location-based activities, and airport transfers.
❇️ Final Design
We prioritized the lower effort but efficient solution.
While the Proposed Solution 2 has more potential for multi-product selling, the PMs decided to go with the Proposed Solution 1 that requires lower effort and is highly feasible for implementation.
💥 Impact — 20% increase in bookings
After my internship, this feature was selected as part of the Cart revision project for cross-selling non-hotel funnels, leading to +20% incremental bookings.
Also, though it was not yet implemented, the Proposed Solution 2 was included in a roadmap for Agoda’s Trip which is the newest feature that help travelers plan, book and experience their travel from start to end.
🤔 Things to consider
Although my design could potentially increase the bookings, it’s important to recognize that a substantial number of users value a seamless booking process without interruptions, and our design should also be mindful of this user preference.
⏳ If I had more time, I would...
- Execute A/B testing experiments to validate the usability and effectiveness of my design
- Continue user testing sessions to engage directly with users, collect their feedback, and make further refinements to the design.
- Expand my research to involve more stakeholders, including customer. support, marketing, and company executives, to gain a more comprehensive perspective and ensure alignment with broader business goals.
✍️ What I learned from Agoda internship
♾️ Flexibility and adaptability when working on the design that’s still ongoing
During this project, I collaborated closely with my design mentor who worked on another feature of the Cart. I’ve learned to remain open to change, embrace new insights, and adjust the design accordingly as the project progresses.
💬 How to better communicate my design with different stakeholders
Clear and effective communication is key to ensuring that everyone involved in the project understands the vision and objectives. I honed my ability to communicate with different audiences, from developers and designers to product owners, ensuring that my design solutions were well-received and aligned with every stakeholders’ goals.